Marketing for Roofing Companies
Door-knocking storm chasers taught homeowners to vet every roofer online before signing anything. We build the website, the proof, the reviews, and the call tracking that make you the company that survives the vetting. One team, one flat $1,500 a month.
The landscape
Roofing used to be sold at the door and over the kitchen table, and after a big hail event it still is. But the homeowner on the other side of that table has changed. They have read the warnings about out-of-state crews, deposit scams, and roofs that fail two winters later. So before they sign anything, they pull out a phone and search the name on the business card. They search whether insurance will really pay. They search who actually works in their suburb. The roofer they find at that moment, with a license number, an insurance certificate, and a few hundred local reviews, gets the inspection. Everyone else is a knock that gets politely declined.
We will be straight with you about the other half: roofing is the most competitive trade online, and anyone who tells you otherwise is selling something. Every metro has dozens of roofers, plus lead sellers and national franchises bidding on the same searches. Look at that competition up close: interchangeable template sites, stock photos of roofs in some other state, no license number anywhere, a dozen reviews. Crowded is not the same as good. The opportunity in roofing is not an empty market. It is one where almost nobody proves anything, in a trade where proof is the whole sale. The company that documents its work, its license, and its towns better than the other forty wins the vetting moment, and the vetting moment is where roofs are decided now.
The problem
After a hail event, every homeowner in the swath collects five knocks and five business cards, then looks up all five. A 20-year local company with a thin template site looks exactly like an outfit that crossed the state line yesterday. No license number, no insurance certificate, no photos of local jobs with the neighborhood named. The homeowner cannot tell the difference, so they default to review count. Your reputation only protects you if it is visible.
The insurance restoration customer wants to know whether the claim will cover it, what the deductible means, and whether you are legitimate. The retail replacement customer is comparing architectural shingles against metal and stretching the decision over weeks. One generic roof replacement page converts neither. Two different buyers, two different sets of fears, two different pages.
Type any claim question into Google: does insurance cover hail damage, what if the claim is denied, can the deductible be waived. The roofers answering those questions on their own websites are the ones sitting across the kitchen table when the adjuster shows up. If your site is silent on insurance, the homeowner gets educated by a competitor, and people hire the company that taught them.
A roof is a once-every-20-years purchase, so customers cannot judge workmanship, and they fall back on the only signal they have: review count and recency. A crew that has re-roofed half a county sits at 12 reviews because nobody asks. Meanwhile a three-year-old company that requests one after every job has 300, and wins the shortlist every time. This is fixable, and it matters more in roofing than almost anywhere.
Lead platforms sell the same homeowner to several roofers at once, then charge you win or lose. You are paying to be one of four bids in front of a price-shopper. Calls from your own website are yours alone: no race, no per-lead fee, and the homeowner already chose you before dialing. The difference shows up in close rate and in margin, because exclusive callers negotiate less.
What we build
A page for hail and wind damage that walks the homeowner through the claim honestly: inspection, documentation, adjuster meeting, supplements. It answers the will-insurance-pay question without overpromising, with your license and insurance up front, because that is exactly what the post-storm searcher is checking.
The worn-out-roof customer researches for weeks before calling anyone. This page meets them early with straight talk on materials, lifespan, and what drives price, so when quotes get gathered, yours is the baseline the others are compared against.
Leak repair, flashing, pipe boots, shingles gone after a windstorm. Small tickets, but urgent searches with no loyalty attached, and today's $600 repair is the first call when that roof needs replacing in three years.
Metal roofing searches have their own volume and their own buyer, and so do tile and flat. Separate pages catch each one. If you do not install a material, we do not build the page, so you are not fielding calls you have to turn away.
Property managers and building owners search differently: TPO, EPDM, coatings, maintenance programs. A commercial section speaks their language and chases recurring inspection contracts, not just the one-time re-roof.
Hail does not hit a metro evenly; it hits a swath of specific suburbs. A page for every town and suburb in your territory means that when a storm lands on one of them, you already rank there while everyone else is just arriving.
License number, insurance certificates, manufacturer certifications, and photos of completed local jobs with the neighborhood named. This is the credibility file that separates you from the truck that showed up yesterday, and we keep it current.
The searches that matter
Each one gets a dedicated page built to catch it.
The highest-volume search in the trade and the most fought over. Your Google Business profile, review velocity, and town pages combine to put you in the local three-pack where these calls actually go.
The retail researcher, weeks from buying. A page that gives honest numbers instead of hiding them captures this homeowner before any competitor has been called, and sets the anchor price.
The post-storm surge search. You cannot start ranking for it after the hail falls; the companies that own it built the page months earlier. That is the whole argument for starting before storm season.
Water through the ceiling is an urgent, low-loyalty search. The repair page with a tracked number catches it, and the repair customer becomes your next replacement customer.
The claim-confusion search that precedes thousands of restoration jobs. Answer it honestly on your own site and you become the company the homeowner already trusts when the adjuster comes.
After wind damage, this caller needs someone today, and the tarping company is first in line for the permanent fix. Emergency schema markup tells Google you take these calls.
Metal is the fastest-growing slice of residential roofing, and the buyer is less price-sensitive. A dedicated metal page catches a search most shingle-focused competitors ignore.
Real estate deals, insurance requirements, and post-storm doubt all funnel through this search. Inspections are cheap to deliver and the front door to replacement work.
City and suburb searches are where the town pages earn their keep. Whichever suburb the storm hit, you have a page that already ranks for it instead of a service-area line on a homepage.
The math
$8,000-17,000
The bread-and-butter job. One roof covers six to eleven months of the entire fee.
$9,000-15,000
Typical insurance payout range for hail claims; severe damage runs well past $20,000.
$18,000-32,000
The fastest-growing material, bought by researchers who read everything before calling.
$20,000-45,000
Concrete and clay. High-ticket work concentrated in the same states the storms hit.
$45,000-75,000
A typical 10,000 sq ft TPO re-roof. One commercial win pays for years of marketing.
$350-1,500
Small ticket, urgent search, and every repair customer is a future replacement customer.
The math is short. The fee is $1,500 a month, $18,000 a year. An average asphalt replacement brings in $8,000-17,000, so two roofs a year cover the fee in revenue, and call it four or five if you would rather count margin. One suburb you do not rank in during a hail year costs more than that. But you do not have to take the math on faith: every call from the site rings through a tracked number, so at the end of the quarter you are looking at recorded calls, the towns they came from, and the jobs they turned into. If it is not paying for itself, you will see that too, and you can walk at any quarter's end. That is the standard we are happy to be held to.
Seasonality
Roofing demand is written by the weather map. Spring hail across Texas, Oklahoma, and the Colorado Front Range. Hurricane season on the Gulf and in Florida from June through November, where code-required work follows every named storm. Then the fall rush up north as homeowners race winter. The catch: Google rankings move on a delay of months, and you cannot start ranking for hail damage repair in the week after the hail. The chasers handle that problem by buying ads at panic prices. The local company that built its pages, reviews, and town coverage through the slow winter months owns the organic results when the swath lights up, at no extra cost per call. Whatever your storm calendar looks like, the work has to be standing before the weather arrives.
Roofing Companies package
Billed quarterly · $4,500 per quarter
Full-service marketing built for roofing companies. Separate storm and retail pages, license and insurance proof up front, a page for every town, and call tracking showing which suburbs and storms every call came from.
FAQ
Where we work
Remote by design, US-wide by default. These are the state markets we know best for this trade.
Adjacent trades
Tell us about your operation, storm, retail, or both. We will come back with a clear plan within 24 hours.